Join Trish Witkowski for an in-depth discussion in this video Personalized landing pages, part of Learning Direct Mail Strategy.
…Print is a wonderful carrier of technology, but a recent study by Ovum…determined that 74% of customers use three or more marketing channels for support.…What that means is that you need to give your customers options,…different ways to contact you or to research your products or services.…Sure, they can go to your website, but why not…direct them to a special page created just for them?…GURL's or generic URL's lead all customers…to one microsite or campaign page.…It's smart because if you just send them to your website how…will you know how much traffic can be directly attributed to your promotion?…With that said, a microsite doesn't…provide unique data specific to the visitor.…
And that's where PURL's come into play.…PURL's, short for personalized URL's or personalized landing pages.…Are unique landing pages that are custom tailored to target a specific visitor.…Indirect mail, a unique web address created just for them and usually…containing their name and the address, is printed on the mail piece.…For example, www.company.com/JaneDoe.…
- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign
Skill Level Beginner
Building an Integrated Online Marketing Planwith Matt Bailey3h 7m Intermediate
Learning Print Production (2012)with Claudia McCue4h 27m Beginner
Print Production: Spot Colors and Varnishwith Claudia McCue1h 58m Intermediate
1. The Audience
2. The Message
3. The Format
5. Leveraging Technology with Mail
6. The Environmental Argument
Green mail strategies4m 51s
7. Testing, Tracking, and Measurement
Next steps1m 36s
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